A six-item, five-point Likert-type scale measuring the negative attitudes of parents toward advergames — brand-sponsored interactive games designed to entertain children while promoting products. The scale captures concerns about the exploitative potential of advergames, including their propensity to generate unrealistic consumption desires, create family conflict, and use deceptive tactics targeting vulnerable young audiences. Administered to a geographically diverse sample of 214 U.S. parents of children aged 7 to 11 via an online survey. Items were adapted for the advergames context from prior instruments measuring parental concerns about child-directed advertising more broadly. The study found that authoritarian and authoritative parents reported more negative attitudes toward advergames than indulgent parents, though all parenting styles skewed negative overall.
Evans, N.J., Carlson, L., & Hoy, M.G. (2013). Coddling our kids: Can parenting style affect attitudes toward advergames? Journal of Advertising, 42(2-3), 228-240.
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